Brand Authenticity

What it measures

A three-item scale measuring the degree to which a consumer perceives a brand as guided by and true to a consistent set of sincere values and principles. Items assess the brand's fidelity to its stated values, adherence to principles over time, and perceived moral sincerity. The scale captures the values-driven dimension of brand authenticity — the sense that the brand's actions reflect genuine commitment to its stated identity rather than strategic positioning.

Representative items

• _____ remains true to its values.
• The brand always sticks to its principles.
• This brand is guided by sincere values.

Citation

Heinberg, Martin, H. Erkan Ozkaya, and Markus Taube (2020). The influence of global and local iconic brand communications on ad and brand attitude: Moderation by consumer ethnocentrism and need for uniqueness. Journal of International Marketing, 28(2), 22–40.